NetX: mobile world

August 24th, 2007

Pervasive power of mobilea world wide phenomenon

More mobile phones exist in the world than TV sets

or internet access points.

international anywhere

customized

What is mobile?devices

Mobile means different things:

Phones, smart watches, game consoles, GPS locators and iPods to PDAs

What is mobile?applications

Music/mp3s

calendar

ringtones

online

video calls

video calls

themes

trailers

newsmobile TV

email location-based services

alternate reality games

moblogging

instant messaging

voice calls

games

messaging (SMS/MMS)

Mobile user settingswhen do we use mobile technology?

sharing emotions, filling idle time, getting orientation it is a life tool in every highly-developed society

Mobile etiquette

Mobile intimacy

Designing for a small screen(fading) limitations

Designing for a small screen(fading) limitations

Small device limitations

Small screen size

Processors are slow

Limited memory

Downloading to device is slow and expensive

Common for users to turnoff image viewing

Most devices rely on horizontal scrolling

Examples of mobile content/applicationsvivid product explanation

Example of distributionmobile applications embedded in web sites

Download the app on the web site as well as through ambient distribution systems at airports, a mobile WAP site was complementary to the mobile channel

Example of distributionmobile applications embedded in web sites

Linking with website experience and car pre-configuration

Examples of mobile content/applications

extending the online experienceCustomization through wallpapers, ring tones and java

applications

Roll out of mobilemobile embedded in a larger campaign and CRM

context

Mobile

WWW

POS

Offline

• Advisory• Configuration• Test-drive• Ordering

• Delivery• Service• Customer care

• Awareness• Consideration

Service /customer

careDeliveryOrdering

Direct Mailings

Launch Special

Advisory Lounge

Cool Flame

Wrapper

„MyBrand“Car Configurator

Mobile Site PDA Download

Sales AftersalesPresales

Examples of mobile content/applications

delivering servicesShopping wishlist for Suria KLCC (KL)

Mobile shopping listin detail

• online presence to promote the shopping centre

• website offers ‘shopping guide‘ service for convenience during peak shopping season

• users able to browse in the comfort of home or office and create a wish list (shopping list) through the website

• wish list can be sent to mobile.

Mobile as a campaign elementasking for contributions via SMS

SMS sent to database, responses published online

Personalization of mobilegetting personal with your handsets

boom in social networking will bring more mainstream users into accessing online content on the mobile

facebook (US)

Personalization of mobilegetting personal with your handsets

Avatars and messaging buddies help investing feelings, establishing bonds and agenda/personality of users

CyWorld (KOR)

HabboHotel (FIN)

Yahoo Messenger (USA)MySpace (USA)

Mobile games location based gaming

Mobile scavengerhunts, spatial annotations and real-world emulations

Pac Manhattan (USA)

Grafedia (USA)Mogi (JP)

Yellow Arrow (USA)

Mobile experiments toying with locality and immediacy

GPS drawings: tracing a users movements Bio mapping (USA)

Mobile experiments toying with locality and immediacy

Megaphone (USA)Nike ID (USA)

Mobile as a pervasive medium